A well-planned grand opening announces a store's presence in the business community. Retail grand openings often feature special guests, festive decorations, purchase incentives and giveaways, and are heavily advertised to create a sense of anticipation. Many stores hold "soft openings" that allow store staff to streamline operations before a formal grand opening. Executing a successful store grand opening requires careful planning so the store presents a proper first impression.

Store Preparation

A gala grand opening begins with a colorfully decorated storefront that announces a special event. The store's front window features a carefully coordinated product display designed to appeal to the store's target audience. For example, a beach community furniture store should showcase a tropical-themed seating group. A bicycle shop should feature the latest mountain and racing bikes. The store's interior should feature well-planned product displays, colorful grand opening signs and easily navigated aisles. Store staff should sport matching attire that identifies the store and presents a professional appearance. Multiple checkout stations can contribute to a positive customer shopping experience.

Customer Engagement

Customers who can visualize themselves with your products will be more likely to purchase the merchandise. Tailoring in-store displays and demonstrations to customers' interests and needs will help attract and engage your attendees. In a home décor store, for example, appeal to customers' sense of style and frugality by providing an in-store interior designer for the day. Ask this person to create striking, affordable table and wall accents from selected merchandise groups. Jazz up a clothing store grand opening with a roaming fashion show. Outfit your models in trendy outfits in varied sizes and price ranges. A varied slate of events provides maximum appeal.

Business Community Outreach

Grand openings provide excellent opportunities to meet fellow business owners, local officials and media people. Invitations increase the likelihood that they can fit the event into their schedules. Following your invitation with a friendly emailed reminder might help increase attendance. Joining your city's chamber of commerce can also help publicize your grand opening because you can list the event in the chamber newsletter. Chambers also host new member ribbon-cutting events commonly attended by chamber officers and other business owners. Scheduling the ribbon-cutting during your grand opening provides added visibility.

Advertising Coordination

Savvy store managers plan grand opening advertising to communicate event-related information and to create anticipation for the festivities. While the manager's advertising budget largely dictates the scope of his advertising campaign, many stores place colorful, prominent newspaper ads prior to the grand opening event. Retailers often supplement newspaper advertising with companion ads on the newspaper's website, and may use television spots as well. Store managers should always work with a publication's graphic designer or a station's video producer to create a professional finished product.

About the Author

Based in North Carolina, Felicia Greene has written professionally since 1986. Greene edited sailing-related newsletters and designed marketing programs for the New Bern, N.C. "Sun Journal" and New Bern Habitat ReStore. She earned a Bachelor of Science in business administration from the University of Baltimore.